cprs, understanding social media, creating public relations strategies
Post on 17-Oct-2014
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DESCRIPTION
Slides from a workshop that I gave for senior CPRS and IABC members.TRANSCRIPT
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Understanding Social Media
Creating Public Relations Strategies
Workshop courtesy of Humber Public Relations
For
CPRS & IABC
What’s with the dog?
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Today’s Agenda
1. Welcome & Introductions
2. What is Social Media?
3. Social Media Strategy
4. Social Media & Public Relations.
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User name : prccprPassword : Dashing77
Connecting through Twitter:
@MichaelCayley@MemeticBrand
#humberPR, #CPRS, #IABC, #IABC10#PR
www.humberpr.ning.com
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Social Application Overload
“Like drinking from a fire hose”
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social network applications
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blogs
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RSS
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RSS Readers
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Podcasts and Vlogs
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Wikis
Forums
Content Communities
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micro-blogging
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links and trackbacks
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Can’t we just go back to basics?
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What do you think social media is?
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At first new media will look like a predecessor (tv like radio, email like letters) but it eventually it morphs into something completely different.
Key Messages from McLuhan
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Be honest.
How do you feel?
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Key Messages from McLuhan
The medium is the message.
This is merely to say that the personal and social consequences of any medium – that is, of any extension of ourselves – result from the new scale that is introduced into our affairs by each extension of ourselves, or by any new technology.
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PR 2.0
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Optimizing for social capital
IntrinsicIndividual Assets
Information FlowInfluenceSocial CredentialsReinforcement of IdentityRecognition
ExtrinsicCollective Assets
TrustNetwork StructureReputationAuthoritySanctionsCulture
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Who will lead the change?
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Listen
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Influentials?
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Visibility - Findability
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Social Etiquette
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Altruism
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Ego & Power
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Giving up
Control?
Gaining
Control
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Four Senses of Identity
Social Footing
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Four Senses of Identity
Role
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Four Senses of Identity
Mismatch of Roles
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Four Senses of Identity
Achieved through Story Telling
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social
sexual
.
professionalreligious
personal
privateethnic
political national
cultural
gender
The 5 Things About Me Meme
culinary
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Key Messages from McLuhan
“Narcotic numbness”
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Citizen Marketers
Paul Revere’s Ride, 1775
• Connector
• Maven
• Sales person/charismatic Malcolm Gladwell, The Tipping Point
Henry Wadsworth LongfellowPaul Revere’s Ride, 1860
• inaccurate
• perception becomes reality
• creates a myth
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Broadcast vs. Social Media
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Filter then Publish
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Publish then Filter
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The Goal
loyalists
contributions
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Every company a media company
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an unconference at work
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Thank you!
michael cayley
@memeticbrand
@michaelcayley
www.socialcapitalvalueadd.com
www.memeticbrand.com
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Sources in order of appearance:
http://www.itechnews.net/wp-content/uploads/2008/03/barack-obama-mosaic-portrait.jpghttp://thepaisano.files.wordpress.com/2008/06/firehose.gif http://www.theequitykicker.com/wp-content/uploads/2006/12/emergence.jpghttp://www.onlinesocialnetworkssite.com/images/social-networks-logo.jpg http://1.bp.blogspot.com/_djOrIbHcueI/RwK3HidWSyI/AAAAAAAAAOI/OZARiosnWjo/s200/blog_logos.jpghttp://www.cla.ca/divisions/cacul/regenerations/uploaded_images/feed-readers-744588.gif http://lonewolflibrarian.files.wordpress.com/2009/07/wiki1.jpg http://smartblogs.com/socialmedia/files/2009/04/forums-300x299.jpg http://www.webadvantage.net/wp-content/smm-logos.png http://www.shoutmeloud.com/wp-content/uploads/2010/01/wordpress-trackback.gif http://aplng.la.psu.edu/ling001/myths/intro/critical-thinking-cartoon.jpg http://www.terraspiritus.com.au/images/engage_image.jpg